Contrary to popular belief, television is a much less cost effective way of advertising than other media in Russia.
According to research undertaken by Aegis Media and published in Kommersant, it cost R106 (€2.47) to reach 1,000 people (CPT) between January and June this year, whereas the internet required only R86 and radio R62. Outdoor was the cheapest, coming in at only R19.
Aegis Media focused on a media audience aged 18+ and in the case of TV looked at the cost of 30-second spots on Federal channels. The sales house Video International (VI) agrees on the figures for TV and the internet produced by Aegis Media.
It also predicts that TV will remain the dominant medium in terms of spend in Russia, accounting for 56% of the total this year and only slipping back to 52.9% in 2015.
